Websites generate an endless stream of behaviour signals each day. Page views, traffic sources and bounce rates paint part of the picture, yet the deeper story often remains hidden. Campaigns may succeed with one group but fall flat with another, …
In the past, most marketers relied on the now‑infamous third‑party cookies that tracked visitors across sites to personalise offers and attribute campaigns. But with major browsers now deprecating these third-party methods, attention is shifting toward first‑party data and cookieless approaches. …
It’s a fact that Europe’s General Data Protection Regulation (GDPR) reshaped how people do [digital] business across the European Union (EU), the wider European Economic Area (EEA) and the United Kingdom (UK). Since Brexit, the UK has enforced its own …
Businesses are collecting more data than ever before — which is great as long as you can make sense of it. Unfortunately, many marketing, product and operations teams feel like they’re drowning in data. A good data analytics platform can be …
Data ethics is a set of principles for how we should collect, store, use and process personal information. In practice, ethical data collection means following principles that align with global privacy laws (like the GDPR) and meet modern customer expectations: …
Privacy regulations across Europe are evolving. 2026 is shaping up to be a pivotal year in the privacy world. For analytics teams, compliance leaders, and digital decision-makers, the next 12–18 months will bring concrete changes to how audience measurement can …
The recent Adobe Analytics breach is the latest reminder of a well-known truth: regardless of how trusted or qualified the vendor is, outsourcing always introduces some level of risk. The breach in brief (and its business impact) In September, Adobe Analytics made …
Business analytics tools help you spot trends, measure performance and make informed decisions. This article examines seven leading business analytics tools, highlighting their notable features, typical use cases and key factors to consider when selecting a tool. What are business …
Customer journeys aren’t linear. Even if the data shows they all converted through the same promotion, the path that took them there wasn’t. They zigzag through ads, emails, search results, landing pages and more. Yet many analytics tools don’t take …
Marketing managers often struggle to really understand how their campaigns are performing. Complicated analytics tools and confusing data can lead to decisions based on instinct or intuition instead of concrete insights. Adding to the frustration, the constant demands of data …